The beauty of an educational workshop is that for the prospects there is safety in numbers. People feel much safer coming to a workshop than meeting one-on-one with a sales person. It’s a non-threatening way for them to get to know you, see the type of work you do and the help you provide.
The beauty of the educational workshop for you is that you can offer them in large or very small groups. They will cost your very little to hold. ($100 to $200) And, because they are considered a public service you can hold them almost anywhere - in your local library, association rooms, conference rooms, etc.
Here's what a few advisors had to say about their first workshops...
"After doing my first workshop at the end of September, and after getting back in touch with my current clients, I have submitted over $30,000 of life business…. IN JUST ONE MONTH! - Bryan S.
“I just did my first seminar at my public library where everything was done for free (event mailers, press releases, and in-library advertisements). Most of the people were in awe. 90% of the people submitted the evaluations sheets (with all of their contact info) and most of them liked the presentation. I never thought I would be doing seminar selling. For the past few years, I was nervous just thinking about it and just did direct mailers and cold calls. After doing this 1 event, I feel like doing seminars every week now.” - Charles A.
Here are two critical tips to guarantee your success with workshops:
1. Ask Your Friends and Family For Their Help
One of the ‘Quickest’ ways to get started in this business, to set appointments, or get people to your educational workshops, is to ask people for their help. You need to rehearse your approach, fact-finding and sales presentation in front of real people. And, the best place to do that is in front of your acquaintances, family and friends!
Ask them if they will allow you to practice with them! It’s a non-threatening way for them to hear your ideas, without them feeling obligated or put upon. And, if you do a good job, many of them will ask if you can help them to put a financial plan together for their situation and/or you can ask them for referrals.
The more you practice your questioning, fact-finding and sales presentation, the higher your closing ratio will become, and the less leads you'll need.
2. Be A Big Fish In A Small Pond
Your primary marketing goal should be to get known as the most respected and trusted advisor in your local community. How much easier and more cost-efficient is it for you to get known in your local community, verses an entire city. Consider, the legendary Ben Feldman, one of the most prolific life insurance salespeople in world history, did all of his business in the small town of East Liverpool, Ohio. (Population 15,000)
If you’re an active producer interested in unleashing the power of educational workshops in your prospecting plan, keep an eye out for a special email invitation from Postema Marketing Group. PMG will be hosting a webinar on this powerful topic, and I will be the featured presenter.
If you haven’t registered for the webinar already, I encourage you to do so. It will be well worth your time. Click here to register, or give PMG a call at 877-512-9287 for more information.
Make it a great day, everyone!
Submitted by: Lew Nason, RFC, RTIA, LUTCF, CFLA, founder of Insurance Pro Shop